Executive Summary
As we approach a pivotal moment in shaping the future of laundry care and sustainability, Tide is embarking on a groundbreaking multi-touchpoint campaign to revolutionize how consumers perceive and engage with laundry. Through strategic initiatives designed to resonate with the target audience of Gen Z, Tide seeks to not only drive positive environmental impact but also foster a deeper connection with consumers by promoting sustainability, convenience, and community engagement.
The campaign, slated to run from October 2024 to September 2025, leverages a comprehensive approach that integrates e-commerce, sustainability initiatives, and influencer partnerships to create a seamless and engaging experience for consumers. Key components include introducing the Tide Clean Club loyalty rewards program, launching the Tide Refill Station for eco-friendly product refills, and implementing the Tide Community Clean-Up Challenge to promote environmental stewardship.
With a budget of $50-75MM, the campaign aims to drive measurable results, including increased conversion to cold washing and enhanced brand consideration, preference, and sentiment among the target audience. By tapping into Gen Z's values of sustainability, convenience, and digital engagement, Tide is poised to not only meet but exceed its campaign objectives, setting the stage for a future where clean laundry and environmental responsibility go hand in hand.
Social Media Content
Our objectives for the Social Media Strategy include increasing engagement (# of likes, shares, comments, and followers), driving traffic to the newly redesigned website, and growing the # of sign-ups for the Loyalty Rewards Program.
As for the strategy itself, the social media platforms chosen were Instagram & TikTok, because those platforms perform best in reaching our target audience. The content is designed to offer relevance, value proposition, and authenticity.
Our target audience seeks authentic and relatable content reflecting real-life scenarios and experiences they can identify with. Additionally, each post offers something of value to them, while providing clear incentives for the followers to engage and take action.
Finally, each post taps into a specific theme or occasion that will resonate with the target audience, maintaining the relevance and attention of the target audience.
TikTok Video / Instagram Reel - Holiday Season
Post Date: December 22nd, 2024
Caption: Tide's here to sleigh this holiday season!🎄 Show us how you keep your holiday outfits looking fresh with Tide using #TideHolidayCleanUp
Instagram Post - Valentine’s Day
Post Date: February 14th, 2025
Caption: Love is in the air, and so is the scent of clean laundry! 💖 This Valentine’s use the code #LoveLaundry14 and get $14 off your order when you sign up for our new Tide Clean Club!🧺🧽 #TideLove #LoveLaundry #HappyValentines
Instagram Carrousel - National Laundry Day
Post Date: April 15th, 2025
Caption: Happy National Laundry Day! 🧺 Try any of our products and discover a world of laundry solutions at your fingertips. From stain-fighting power to eco-friendly options, we've got you covered. Plus, enjoy special discounts today only! #TideLaundryDay #BuyNow
Instagram Post - Loyalty Rewards Program Promotion
Post Date: June 2025
Caption: 🌟Join the Tide Clean Club today and unlock a world of rewards! 🎉 Earn points with every purchase, and redeem them for exclusive discounts, freebies, and more. 💙 Dive into clean savings now! #TideCleanClub #CleanSavings
Influencer Strategy
Our objectives for the Influencer Strategy include increasing brand awareness by introducing Tide’s product line and the Tide Clean Club Loyalty Rewards Program to the target audience, driving engagement by encouraging audience interaction through likes, comments, and shares on influencer content, and lastly, promoting sustainable living while educating the audience on the importance of eco-friendly laundry practices and Tide’s role in supporting environmental initiatives.
Who are we targeting here specifically? Our target audience is Gen Z, who is 35 years old and younger, they are tech-savvy, highly active on social media, and use such platforms to look for product reviews and recommendations, and also to influence their purchasing decisions.
Gen Z’s interest ranges from trendy fashion, sustainability, social justice, music, gaming, and pop culture. As mentioned previously, they are heavy Instagram and TikTok users and value authenticity. Additionally, they prefer content that feels genuine and relatable rather than something that is just trying to sell them something.
Brand Activations
Image is AI-generated
In-Store Tide Refill Station
The Tide Refill Station is an innovative machine designed to revolutionize how consumers purchase laundry detergent. It offers a convenient and sustainable solution for refilling your products. Consumers can bring empty detergent bottles and easily refill them with their favorite Tide product, reducing packaging waste and saving them money compared to purchasing a new bottle.
The process is simple: scan a QR code linked to the Tide Clean Club loyalty program to automatically charge the purchase, earning loyalty points with each refill. Signing up is quick and easy at the Refill Station for those not yet enrolled in the loyalty program, offering additional savings and benefits.
Target Audience:
- Eco-conscious consumers who prioritize sustainability and are looking for ways to reduce their environmental footprint.
- Tide Clean Club members who are interested in saving money and earning rewards through sustainable purchasing practices.
- Everyday shoppers who frequent supermarkets, malls, and stores selling laundry products, groceries, or clothes and are open to adopting new sustainable habit
Goals: increase sustainability by encouraging consumers to reduce packaging waste while they are refilling their Tide detergent bottles instead of purchasing new ones.
Location: the Refill Station will be strategically placed in public spaces with high foot traffic, including supermarkets, malls, and stores where Tide products are sold.
Timing: the launch will coincide with Earth Day or other environmental awareness events to highlight Tide’s commitment to sustainability.
Image is AI-generated
Out-of-Store Community Clean-up Challenge
The Tide Community Clean-up Challenge is an innovative campaign that encourages individuals from all walks of life to roll up their sleeves and take action to clean up public spaces. As part of the challenge, Tide will equip participants with eco-friendly cleaning supplies, including biodegradable trash bags and gloves, to ensure that the clean-up efforts have a positive impact on the environment.
To amplify the reach of the initiative, Tide will leverage the power of social media, urging participants to share their clean-up efforts using the hashtag #TideCleanClubChallenge. By harnessing the collective power of online communities, the campaign aims to spark a movement of positive change, inspiring others to join in and make a difference. Through this collaborative effort, the Tide Clean Club Community Clean-Up Challenge seeks to not only beautify public spaces but also foster a sense of community pride and environmental responsibility that will endure long after the clean-up concludes.
Target Audience:
- Eco-conscious consumers looking for meaningful ways to support sustainability initiatives and eco-friendly brands.
- Local residents and community members interested in making a positive impact on their environment and neighborhood.
Goals: demonstrate Tide’s commitment to clean living and sustainability, increase brand awareness and positive brand associations by positioning Tide as a leader in environmental stewardship and community involvement, and drive sign-ups to the Tide Clean Club.
Location: the Community Clean-up can be held in various locations across different communities, allowing participants to choose a public space in their area that could benefit from the cleaning, like parks, beaches, etc.
Timing: the event could be scheduled throughout the year, with specific clean-up events organized periodically to maintain momentum and engagement.
Video Ad
Additional Laundry
Tide’s Website | New Design & Features
We redesigned Tide’s website so that it was more simple and functional. Our goal was to create a more organized and user-friendly experience, eliminating clutter and irrelevant information to streamline the user’s journey. With a fresh look and intuitive navigation, finding the information is easier than ever before.
One of the most exciting additions to our website is the integration of e-commerce functionality. Now, you can browse and purchase your favorite Tide products directly from our website, saving you time and hassle. Whether you're stocking up on detergent or exploring our latest eco-friendly offerings, our online store has everything you need to keep your laundry routine running smoothly.
But that's not all – we've also introduced the Tide Clean Club loyalty rewards program. This new addition lets consumers sign up for free and earn points with every purchase. They can redeem points for exclusive rewards and discounts while saving money on Tide’s products. Plus, as a member of the Tide Clean Club, you'll gain access to special promotions and personalized offers tailored to your preferences.
And last but not least, we’ve added a Tide Influencer Partnership Program. Now, influencers can seamlessly integrate their content with our platform, reaching a wider audience and earning real commissions for every sale generated through their content. It's a win-win partnership that allows content creators to monetize their influence while providing our customers with valuable insights and recommendations.
With these exciting new features and enhancements, Tide’s website is your one-stop destination for all things laundry-related. Explore, shop, and earn rewards – all in one convenient place.
Images are AI-generated and edited
Success of the Campaign
Targeted approach | The campaign focuses on Gen Z and aligns with their values of sustainability, convenience, value for money, and digital engagement, which ensures relevance and resonates with them and anyone who has the same values.
Integrated experience | By incorporating the e-commerce functionality, the loyalty rewards program, and the influencer partnership program into the redesigned website, the campaign offers a seamless and comprehensive experience for consumers, enhancing convenience and engagement.
Sustainability focus | Initiatives such as the Tide Community Clean-up Challenge and the Tide Refill Station highlight Tide’s commitment to the environment, resonating with eco-conscious consumers and enhancing brand trust and loyalty.
Engaging content | The campaign leverages influencer partnerships, social media activations, and experiential marketing initiatives to create engaging and shareable content, driving brand awareness, and fostering community participation.
Value proposition | By offering incentives such as discounts, rewards, and exclusive offers through the Tide Clean Club loyalty rewards program and influencer partnerships, the campaign provides tangible benefits to consumers, incentivizing participation and driving sales.